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INTERACTIVE MARKETING
COMMUNICATION
CHAPTER 8:
ALTERNATIVE MARKETING &
SUPPORT MEDIA
Chapter
Overview
Buzz marketing
Guerilla marketing
Product placement
Branded entertainment
Lifestyle marketing
In-store marketing
Brand communities
Alternative Media
Programs
Buzz marketing
Guerilla marketing
Product placement
Lifestyle marketing
Buzz Marketing
Word-of-mouth marketing
Higher credibility
Sponsored Consumers
Agent or advocate for a new brand
Dawn Direct Foam (P & G)
Sony
Lee jeans
Company Employees
Employees posing as customers
High risk approach
Word of Mouth Marketing Association
(WOMMA)
Honesty of relationship
Honesty of opinion
Honesty of identity
Three stages
1. Inoculation
2. Incubation
3. Infection
Buzz marketing difficult during inoculation stage
Must use brand ambassadors or customer evangelists
True customer-generated buzz occurs after awareness
Awareness generated through traditional advertising
Buzz Marketing
Preconditions
Guerilla Marketing
Product Placement
Advertisers believe
Branded Entertainment
Media
Supporting promotional activities
Consumer attitudes toward placements
Placement characteristics
Regulations
Source: Adapted from Simon Hudson and David Hudson, Branded Entertainment: A New Advertising Technique
or Product Placement in Disguise? Journal of Marketing Management, Vol. 22, No. 5/6 (July 2006), pp. 489504.
Disadvantage
New technologies
Cinema
In-tunnel, subway
Parking lot
Escalator
Airline in-flight
Leaflets and
brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks
In-Store Marketing
70% of purchase decisions made in
store
In-store atmospherics
Sight, sound, and scent
Unilever
Point-of-Purchase
Displays
Location is key
Last chance to reach buyer
Facts
Combination Approaches
Digital, LED displays
Interactive displays
Integration of
advertising and
marketing with POP
Interface of digital
technology with instore networks
Interface with retail
computers
Brand communities
Ultimate demonstration of
Brand loyalty
Brand devotion
Symbolic meaning
Interactions between
brand and consumer
Shared values and
experiences
Cannot be created by
brands itself
Marketing can enhance
community experience
Support Media
Support
Support media
media are
are
also
also referred
referred to
to as:
as:
Alternative
Alternative
Media
Media
Nonmeasured
Nonmeasured
Media
Media
Nontraditional
Nontraditional
Media
Media
Transit Advertising
Station
Station
Posters
Posters
Inside
Inside
Cards
Cards
Platform
Platform
Posters
Posters
Terminal
Terminal
Posters
Posters
Outside
Outside
Posters
Posters
Transit Advertising
Advantages
Exposure
Exposure
Frequency
Frequency
Disadvantages
Reach
Reach
Mood
Mood of
of the
the Audience
Audience
Promotional Products
Marketing
Specialized
Specialized
directories
directories
Internet
Internet Yellow
Yellow
Pages
Pages
Other
Other Services
Services
In-Flight Advertising
Magazines
Magazines
Catalogs
Catalogs
Radio
Radio
Videos
Videos
The End
Thank you
for your
attention!